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After running the numbers for opt-out trends one week and millennial email behavior the next, we wondered whether opt-out rates change in relation to age. Said another way, do millennials unsubscribe from hospitality emails more often than boomers? Here's what we found.

The Goods
To find our answer we looked at email campaigns sent to over 6,000,000 recipients during the last three months by a dozen hotels and resorts. We then found the opt-out rates for Boomers, Millennials, and two in-between groups to cover Gen X and plotted them below.


Millennials (age 15-30) averaged an opt-out rate of 0.26%. Boomers (age 51+) averaged an opt out rate of 0.21%. The in-between groups saw averages of 0.21% (age 31-40) and 0.18% (age 41-50). The overall average for this group was 0.21%.

What This Means
The simple answer is, yes, a millennial is much more likely to unsubscribe than a boomer. But boomers, however, are not the least likely to do so. Interestingly, the lowest rate for this sample was found among 41-50 year-olds.

But even at the peak, these unsubscribe rates are still less than 1/3 of 1% so let's put things in perspective. If you send a campaign tomorrow to a list of 10,000 millennials and 10,000 boomers and the averages above hold true, you will have lost about 5 more millennials than boomers by this time next week.

About Ryan Solutions

Ryan Solutions is a leading CRM and database marketing provider for the resort and hotel industry. By combining transactional, demographic, survey, and social media data, their technology drives incremental revenue by powering 25,000,000 data-driven messages a month for more than 110 hotels and resorts. To learn more, visit

Contact: Corey Ryan / 5133328330

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